Universal Music Germany and E-Plus, the German mobile arm of Dutch telecoms group KPN, will on Oct. 2 launch Vybemobile, described as Germany's first combined "phone and music" brand targeted at mobil

Universal Music Germany and E-Plus, the German mobile arm of Dutch telecoms group KPN, will on Oct. 2 launch Vybemobile, described as Germany's first combined "phone and music" brand targeted at mobile phone users.

Through the joint-venture partnership, Universal Music will provide creative skills and E-Plus its mobile phone expertise, according to Frank Briegmann, president & CEO of Universal Music Germany. "I am convinced that together, we can advance the market for mobile music," he says.

In a statement issued today (Sept. 26), the companies said the new service would offer several pay plans, including a subscription with unlimited calls to other Vybemobile users. It will also offer ringtones, news and exclusive pre-listens and editorial content for customers via a Vybemobile WAP-portal.

In spring 2007, Universal Music Germany and E-Plus plan to roll out a full-track download service offering several hundred thousand songs.

For the first few months, content will be drawn exclusively from Universal's repertoire. From next year, Universal and E-Plus will open Vybemobile up to other content providers.

An extensive advertising campaign will launch in early October and will focus on the music, lifestyle and leisure sectors. A TV ad will be launched simultaneously at launch on the TV channels MTV, Pro7, RTL 2, Sat1 and Vox.